How Mature Is Your CX Enablement Practice?
We know that excellent customer experience (CX) boosts a business' revenue and profitability. Yet few firms are able to take advantage of the CX opportunity. One reason why: Most companies fail to engineer a holistic CX ecosystem — comprised of a CX team, employees, and business partners working closely in concert with one another. How well is your organization doing at enabling great experiences? Take our short self-assessment to find out.
The assessment will yield customized results and recommendations based on your responses and should take no more than 2 minutes to complete.
Most companies still struggle to engineer genuinely delightful customer experiences. One emerging route to success involves engineering a holistic CX ecosystem — one that aligns CX teams, employees, and business partners into an interconnected delivery mechanism. We found that firms that invest the appropriate resources into activating a holistic CX ecosystem are more likely to deliver better CX, drive growth, and improve overall financial performance. Our assessment evaluates participants across 3 key disciplines:
Your maturity result:
Your answers indicate you are a follower, which means you are only just embarking upon your CX enablement journey.
Where you are now:
- There is a lack of alignment between your customer experience (CX) team, employee experience (EX) team, and partners. This means that even when individual components of your CX ecosystem are striving to deliver value to customers, you’re not achieving your desired results.
- It’s likely your organization lacks the technology, processes, and culture needed to power an ecosystem that will enable you to fully realize the CX opportunity.
Where you need to be:
Align the components of your ecosystem into a cohesive whole by enabling all players with data, processes, and technologies that will create exceptional CX. To get there you’ll need to do the following:
Collect comprehensive data on your customers, employees, and partners:
- Use this data to map the customer journey in tandem with the employee journey.
- Ensure the tasks performed by employees align with and prioritize the moments that matter most along the customer’s journey.
- Reinforce customer-centric behaviors through employee goals, performance measurement, and rewards.
- Implement a real-time data collection system that captures the experience of customers across their entire journey. You can then infuse this data into your enablement efforts for employees and partners, so that at any moment in time, they can see how their efforts and activities can improve the customer experience.
- Use this data to innovate and restructure employee and partner activity so that they align fully with customer need.
Develop a roadmap: To achieve alignment while also bolstering the individual capacities of the CX, EX, partner experience (PX) functions.
- Accountable leadership in dedicated experience roles will aid this transition. Create linkages in reporting, goals, and operational processes between CX, Employee experience (EX), partner experience (PX) functions.
- Choose technology platforms that aid visibility into the data, analytics, and automated workflows supporting these functions. Build the groundwork now in anticipation of more maturity later.
- Find C-level sponsorship to take ownership of the overall ecosystem and its success to cut through red tape.
Your answers indicate your CX enablement efforts have reached an intermediate level.
Where you are now:
- You have created valuable CX, employee experience (EX), and partner experience (PX) roles and some alignment between each, but they do not form a cohesive ecosystem.
- Your employee enablement initiatives are not sufficiently developed to engage and empower your employees to deliver exceptional customer experience.
- Your technology and data systems aren’t delivering the level of insights needed for comprehensive understanding of individual customer needs, nor are they tracking the results of customer interactions effectively over time.
Where you need to be:
Identify specific improvement areas across all customer experience support teams and tie them more closely together and to individual goals. Continue to invest in process and technology innovations that will support this outcome.
- Customer journeys aren’t a linear, one-way street; customer needs, desires, and preferences are constantly changing. You should build an adaptive system that gives immediate insight into these evolving needs, and then enable employees and partners with the resources they need to respond to them.
- To respond effectively, employees and partners must have the tools, knowledge, insights, and resources to enable them to be successful. This response isn’t a daily fire drill; rather, it’s an opportunity to empower employees and partners to be solutions providers who enjoy adapting to new circumstances.
- When employees and partners have the resources in place and are recognized for their contributions, they will enjoy a positive experience. This drives engagement and motivation, leading to sustained job satisfaction and efforts to drive customer-centric outcomes and CX excellence.
Audit your technology and data systems to understand the strength and weaknesses of your enablement strategy. Then invest in comprehensive solutions to empower and connect your ecosystem partners.
- Disconnected data and technology platforms will lead to a disconnected experience ecosystem. Uncover the baseline and do the work to address data hygiene and technology interconnectedness.
- Invest in platforms that will bring insights to employees and partners in the moments that matter most when interacting with customers.
- Embrace a culture of continuous learning by listening to feedback from employees and partners on the process changes and resources that will make them more successful.
Congratulations! Your answers indicate you are a leader in CX enablement.
Where you are now:
You deserve kudos for building an ecosystem of value that unites and enables CX, employee experience (EX), and partners in the delivery of exceptional customer experience.
But don’t celebrate too soon. Great customer experiences are exceedingly rare, and even companies that have aligned themselves around delivering customer delight rarely achieve it at the highest levels or with consistency. And customer preferences change quickly so there is no room for complacency.
Where you need to be:
Push yourself to strive for some key goals, including retaining more recurring revenue by driving customer loyalty; upselling existing customers; acquiring new customers; charging higher prices that offer fair value; and reducing negative customer experiences through support.
Develop a roadmap to get ahead of trends before they happen. Create and refine a perspective on how automation, software, AI, market conditions, and customers themselves will shape both the concept of value, and the way employees and partners work to deliver it over time.
While you have a number of assets in place, you have the opportunity to go from good to great by instituting a transformational CX strategy. You should invest in technology solutions that will take the six CX core competencies to an interconnected next level:
- Research: Understand your customers in-depth and communicate that understanding with easy-to-use, insights-based technology to employees and partners in real time. Track changes and try to predict future customer desires with predictive analytics and AI.
- Prioritization: Apply that understanding to process changes that serve customers’ most important needs, today and tomorrow.
- Design: Define and refine experiences based on your vision and research-based understanding, using data and insights.
- Enablement: Provide employees and partners with the resources, tools, culture, and recognition that will help them bring their best selves to work, engage deeply in their tasks, and be motivated to delight your customers. Enable them to meet the challenges of the future proactively.
- Measurement: Quantify the experiences of CX, EX, and partners and the interrelationships between the three and revise your organization’s overall metrics and goals to reflect them. Use this data to evolve your CX strategy into the future.
- Culture: Create and communicate a system of shared values and behaviors that focus employees and partners on delivering great customer experiences that allow for adaptation and reinvention and that promote alignment around this shared goal.
Achieving these goals requires a strategic, thoughtful approach. It also requires budgeting to invest in world-class resources and technologies that will unite all roles in pursuit of these goals.
Read the research
Thank you for taking the time to complete this assessment! Click here to read the full Forrester report commissioned by Cognizant.
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Email: Robert Mayer, Adobe strategic alliance lead, Cognizant, at email@example.com